Client Overview
Airtech Advanced Materials Group is a global leader in manufacturing advanced vacuum bagging and composite tooling materials. The company serves critical industries like aerospace and automotive with high-performance solutions for temperature-controlled manufacturing.
Airtech needed a CRM ecosystem that could support regional sales teams, complex pricing logic, large-scale customer data, and real-time ERP connectivity.
The Challenge
Airtech was using Microsoft Navision 365 to manage critical ERP data, but the sales process needed to run through a modern CRM.
The challenge was aligning enterprise ERP data with HubSpot while preserving business-specific rules such as:
- Region-based pricing
- Product and price sync
- Currency conversion
- Sales order and quote workflows
- Market-specific product catalogs
- Different sales processes across regions
A standard HubSpot-Navision connector was not enough. Airtech needed a flexible middleware architecture that could handle custom logic, scale, and future integrations.
Our Solution
We designed and built a custom middleware layer between Microsoft Navision 365 and HubSpot.
The middleware became a real-time bridge for customer data, product data, pricing, deal updates, and sales workflows.
Key capabilities included:
- Real-time data sync
- Custom webhooks
- Region-specific pricing logic
- Currency conversion handling
- Error recovery and retry flows
- Flexible field mapping
- Custom HubSpot CRM extensions
HubSpot Implementation at Scale
Beyond the ERP integration, we customized HubSpot to support Airtech’s internal sales operations.
We configured CRM structures, custom views, property logic, sales records, embedded reporting views, and regional layouts so each team could work with the right data.
Sales Automation & Workflows
We implemented sales automation to reduce manual effort and standardize follow-ups.
Workflows supported:
- Pipeline stage automation
- Sales reminders and follow-ups
- Order status updates
- Sales value calculations
- Region-specific workflow logic
Each workflow was designed to mirror real sales behavior instead of forcing generic CRM logic.
Reporting & Datasets
Airtech needed reporting beyond standard dashboards.
We built reporting structures for:
- Custom datasets
- Calculated properties
- Sales rep performance
- Region-wise performance
- Deal and quote visibility
This allowed sales teams and leadership to see the numbers they cared about without manual reporting.
Multi-Region Setup
To support Airtech’s global operations, we used HubSpot Brands and region-specific configuration.
This allowed separate processes for different markets while keeping the CRM unified.
Impact
The project created a scalable CRM foundation that connected ERP data with sales execution.
Business outcomes included:
- Faster deal creation
- Reduced data errors
- Higher CRM adoption
- Unified sales operations across regions
- Real-time price conversion from Navision
- Better visibility into sales performance
Final Thought
This was not just an integration. It became a platform for future growth, allowing Airtech to extend HubSpot beyond standard CRM capabilities.
